The Best Work You May Never See: ROOF Studio Crafts Poignant CG Short To Raise NTM Lung Disease Awareness

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Robert Goldrich
Tuesday, Mar. 9, 2021

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Animation house ROOF Studio (ROOF) recently partnered with ad agency AREA 23 on a CG film called Unbreakable for biopharmaceutical company Insmed. The piece aims to bring awareness about Nontuberculous Mycobacterial (NTM) lung disease, a condition which can be difficult to identify due to its similar symptoms with other lung conditions. The film was crafted to create a sense of urgency for doctors and specialists to recognize and diagnose NTM. 

“Unbreakable” is a visual metaphor of the NTM experience. Based on actual NTM patient experiences, the film opens on Barbara the Bunny, a plush toy fabricated in a magical factory. When she comes alive, she realizes something is not quite right as she begins to cough, splitting a piece of her fabric in the process. Barbara is expelled from the factory by “Quality Control” and from there, we follow in her journey across the city desperately seeking a specialist for her situation. To her relief, a sweet toy repair shop owner knows just exactly what to do.

Credits

Client Insmed Agency AREA 23, New York Tim Hawkey, EVP, chief creative officer; Chris Bernesby, Joe Capanear, SVPs, group creative directors; Paul Harrington, VP, creative director; Jennifer Harrison, Ronnie Caltabiano, VPs, associate creative directors; Kristen Bell, Corinne Feight, associate creative director; Sasha Mishkin, sr. copywriter; Chinkara Singh, VP, group executive producer; Kevin Mullucks, sr. integrated producer. Production ROOF Studio, Brooklyn, NY  ROOF Studio, director. VFX/Animation ROOF Studio, Brooklyn, NY Guto Terni, creative dir. and environment design, look development, 3D layout, 3D ltg., compositing; Vinicius Costa, creative director and prop & environment design, look development; Lucas Camargo, creative director & 3D ltg., look development, character design, character explorations, simulation, grooming; Marcus Lansdell, EP; Vanderlei Santana, head of prodn; Heber Conde, 3D lead, 3D layout, simulation; Guto Terni, story lead; Estevao Chromiec, storyboard; Bruno Celegao Monteiro, animation lead; Alex Ferreira, Andrea Delfino, Bruna Berford, Bruno Santos, Christian Weckl, Daniel Oliveira, Emerson Manfrin, Francisco Catão, Hannry Pschera, Jesiel Almeida, Jonathan Edward, Jorge Zagatto, Leonardo Felix, Leonidas Maciel, Marcio Nicolosi, Matheus Caetano, Rodrigo Dutra, animation; Steferson Rocha, Carolina Avelino, Lincoln Horita, Gean Carlos, Geison Araujo, Roberto Fernandes, modeling; Danilo Pinheiro, rigging; Gustavo Rangel, look development lead; Mateus Kurzhals, Josemar Queiroz, Rafael Chies, Camilo Franco, Renato Braz, look development;  Gustavo Rangel, Rafael Chies, 3D ltg; Victor El Guy, character explorations; Alejandro Echeverry, simulation; Rosenio Pinto, pipeline; Hasan Tawfiq, Rouhollah Toghyani, grooming. (Toolbox: Maya, Redshift, After Effects)

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